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EXECUTIVE SUMMARY

The Great Smoky Mountains Institute at Tremont is a non-profit, year-round residential environmental
education center. After conducting research, it was determined that Tremont lacks a consistent core message,
resulting in an unclear understanding about the organization. The following campaign establishes a consistent
core message to better position Tremont in its programs to key audiences.
The core message is that Tremont inspires a connection between people and nature through environmental
education, research, and conservation. The core message was copy tested by four separate focus groups ranging
in demographics. The focus groups aided in the development of a clear and concise core message.
Tremont referred to its student participants as Tremonsters, which led to the development of Twigs, the
Tremonster mascot. Twigs is a branding device used to connect with young people.
Audiences were established by who can help Tremont the most in successfully increasing awareness of the
organization and its values.
Blount, Knox, and Sevier counties were chosen from a 50-mile radius because they contain the most schoolsper-county ratio (Appendix A). The campaign outlines a strategic communication plan intended to increase
school participation via informational packages sent to teachers, digital presences increase, and positioning as a
credible organization.
A plan to establish a relationship with the Alcoa Foundation and enhance that relationship by promotion
through social media and donations measured monthly.
Welcome center visitors are not being utilized to their full extent. Informational deliverables, signage, and other
branded collateral will be provided throughout Tremonts campus to establish Tremonts core message.
The campaign includes an exit survey intended to gain feedback from program participants and teachers that
will provide constructive criticism bettering Tremonts programs. The exit survey can be found in Appendix B.

SITUATION ANALYSIS
STEM EDUCATION

STEM is a curriculum based on the idea of educating student in four


specific disciplines -- science, technology, engineering, mathematics -- in
an interdisciplinary and applied approach.

STEM EDUCATION
STEM education is important in todays society. STEM jobs are ever-growing and evolving. Supporting an
excellent STEM education program, Tremont is in the perfect position to thrive. STEM education encourages
out of class experiences that incorporate in-class ideals.9

PLACE-BASED LEARNING
Place-based education is the process of using the local community and
environment as context to teach concepts in subjects across the curriculum in a
way that emphasizes hands-on and real-world learning experiences.10
Place-based learning supports the students interests, heightening the students attentiveness and readiness
to learn. Experience-based learning occurring in the natural environment provides engaging and enduring
lessons.
Studies show that students participating in an integrated curriculum perform as well or better than peers
experiencing traditional instruction. Students often see mathematics and science as unimportant and not
useful in real-world situations place-based education puts a real-world view on a traditional lesson.10
STEM education and place-based learning prepares students to solve problems within their own community.
The following conclusions were drawn from a study of 50 prospective elementary school teachers examines
pre-service method courses and place-based approaches for elementary school teachers.
Most teachers are prepared to teach within areas of the general curriculum. Many students entering
elementary education programs have had negative experiences with STEM subject fields themselves, affecting
their confidence in teaching the subjects to their students leading to increased reliance on textbooks instead of
place-based experiences. Research shows that when teachers gain hands-on STEM learning experiences, they
develop self-efficacy as STEM teachers.10

SITUATION ANALYSIS
STEM teaching and place-based learning allows students to better understand and retain information through
authentic tasks.

A classroom is a completely manufactured experience


the classroom teaches us about the world without being in it. So any
opportunity to get out of the classroom and into the real world is a rich
and worthwhile experience.
Experience-based learning supports the natural curiosity of students. Curiosity increases interest in the subjects.
Standardized testing stands in the way of experiential and place-based learning. Teachers are compelled to
ensure their students are prepared for the yearly-standardized tests deciding whether or not their student is
prepared to move on to the next level of education. This drive for success hinders teachers ability to provide
experience-based learning.20 Another issue regarding this type of education is the time and resources it requires
to educate teachers about successful experiential learning. Training for experiential education and place-based
learning is crucial to the forward movement of STEM education programming.11

SITUATION ANALYSIS
IMPORTANCE OF ENVIRONMENTAL EDUCATION
A general belief held by many ecologists and echoed by the naturalists at Tremont is the importance of
fieldwork, or experiential education, on learning. The benefit to experiential education has been researched
on numerous occasions.
In a report on the value of fieldwork authored by Graham W. Scott and Margaret Boyd,11 the pair indicates the
effect that an educational outing can have on cognitive learning. These effects are often assumed, but were fully
demonstrated when the two tested elementary school childrens retention of ecological information against
literacy levels. In this study 85, 11 to 12 year old school children from three different classrooms went on a
day trip to a local shoreline with the goal of observing rock pool organisms using a field guide and basic field
equipment.
Studies found that children who had taken part in the one-day field trip demonstrated a higher level of
ecological knowledge when compared to a control group who received only classroom-based instructions.
After five months both sets of students were tested on their ecological knowledge. Students who gained
fieldwork experience used topic specific vocabulary, illustrating a greater understanding of the ecological
concepts learned, compared to less complex descriptions provided by the control group.12
These findings are not limited to grade school students. A study conducted by Hoese and Nowicki found that
first year college students who studied an organism or small group of organisms in an introductory biology
course demonstrated a positive interest in biology.13 Fieldwork has a notable impact on higher order thinking
skills and promotes both subject and self motivation.14

SITUATION ANALYSIS
BUSINESS PARTNERS

Tremonts curriculum is categorized as STEM programming, or science, technology, engineering, and


mathematics programming. There is a strong relationship between STEM-oriented businesses and STEM
education programs, because STEM educated people are needed to fill STEM positions. Tremont has an
opportunity to connect with STEM-oriented businesses. Partnerships between these businesses and STEM
programs enhance the learning process and hands-on experience necessary to excel in the field.
In college, students are given internship opportunities for out-of-class experiences. Tremont excels in
this area by giving out-of-class experiences at an earlier age. These opportunities are not as frequently
given to elementary, middle, and high school students. Support from STEM businesses will help STEM
organizations, like Tremont, by giving out-of-class experiences at an earlier age. The Alcoa Foundation,
a part of Alcoa, Inc., a STEM business, has already established partnerships with STEM coalitions and
education programs.
With the financial burdens many school systems face, there is little money for field trips or extra-curricular
activities.14 There are several businesses willing to partner with STEM-based programs in order to benefit
young people and improve the businesses corporate social responsibility (CSR).

S.W.O.T.
This matrix is structured to help analyze the strengths, weaknesses, opportunities, and threats of Tremont. It
specifies internal and external factors that can be evaluated to help achieve objectives.
Internal Factors
Strengths
o Tremont is located in the most visited national park in the U.S., the Great Smoky Mountains.
o The staff at Tremont has extensive credentials including world-famous nature photographers,
instructors with degrees in outdoor education, wildlife biology, recreation management, natural
resources, English Literature, and many other environmental studies.
o With a new and well-experienced CEO, Tremont is heading in a new direction.
o Tremont has many recognizable names on its Board of Directors. Many of which are highly
involved individual in Knoxville and the surrounding communities.
o It communicates online frequently and consistently with audiences it has already reached.
Weaknesses
o As a non-profit, it relies heavily on endowment and high attendance rates for operational funding.
o Tremont has a small staff, limiting programming and capacity.
o Its facilities are outdated and dont appeal to many adult groups.
o On-site message dissemination and education opportunities have been neglected.
o Tremont has an inadequate budget for marketing and promotion.
External Factors
Opportunities
o Many people visit Tremont solely to use its facilities, including the lavatory and gift shop. This
allows for heavy foot traffic.
o STEM education is growing nationwide.
o Companies are now practicing Corporate Social Responsibility (CSR) more than ever. This means
they are more than willing to aid non-profit organizations. This will benefit both the organization
and the business.
o Thousands of children attend Tremont each year.
Threats
o The Great Smoky Mountains National Park enforces strict rules upon which Tremont must abide,
including rules regarding signage.
o School systems are consistently decreasing funding, making it more difficult for students and
teachers to travel and attend programs such as those at Tremont.
o A downturn in the economy resulted in budget cuts for all publics including schools, households,
and researchers.

CORE MESSAGE

CORE MESSAGE RESEARCH


The core message by using focus groups for copy testing. The core message evolved from focus group feedback.
See Appendix A for core message research word charts.

Professional Focus Group


An additional focus group was conducted with communications professionals from SRW & Associates and
Asen Marketing & Advertising. The group consisted of three females and two men, ranging in age from 25 to
60.
To gauge awareness participants were asked if they had ever heard of Tremont, three responded that they had
not heard of the organization and two said they had. Feedback for the overall message consisted primarily
of comments directed toward the tone, which was considered to be too academic and lacked emotional
appeal. They felt that because of this the message wont connect or appeal to its intended audience. The
group recommended that the message should be shorter and concise, while avoiding awkward words such as
stewardship.
Participants felt that the message appeared to be a mission statement or lengthy tag line. They also held that
if the organizations primary focus is on educating students and not positioning itself as a research institute,
then the core message should reflect this. Focusing on the education of students in the core message would
also naturally heighten the emotional appeal.
In order to heighten the emotional appeal, the group stated that much of the copy of deliverables and tactics
should contain softer language, much of the language was too literal. They also recommended saying,
Tremont is more than a field trip. This statement peaks teachers interest and encourages them to further
their understanding of the organization.
When breaking down each aspect of the message, participants felt that sense of place was an unnecessary
addition and also supplied a stereotyped image in their minds. Reiterating their issues with the wordiness of
the message, one participant said, I have to sit there and break down the words to fully understand what is
stated.
Following this groups recommendation for brevity, in addition to the other focus groups responses, the core
message was shortened, slightly softened, and rearranged. Sense of place was dropped form the message.
The word stewardship was also changed to conservation.

MEET TWIGS

Tremont refers to its youth students as Tremonsters. However, Tremont


does not use this term of endearment to refer to its participants outside of the
organization. The term Tremonster does not appear on the website, signage,
promotional materials, or on-site. This is an opportunity to connect with youth
students and expand the Tremont brand.

Provided is a mock-up of a Tremonster.


Focus groups recommended naming the Tremonster to personify the caricature,
some names included: Bark, Berry, Sherman, Stumps, Trunk, Willow, and more.
Twigs the Tremonster is the name given to him throughout this book.

AUDIENCE:ALCOA,
ALCOAINC.
FOUNDATION
Alcoa Foundation
The Alcoa Foundation is one of the largest foundations in the United States. The foundation has approximately
$470 million in assets and has previously invested more than $560 million since being founded 62 years ago. In
2013, the Alcoa Foundation dedicated $22 million to non-profit organizations via partnerships to improve the
environment and educate tomorrows leaders for STEM careers.
Nearly 62% of Alcoas employees participated in approximately 1,300 events in 2013 through the companys
signature Month of Service program.
Alcoa has partnered with Junior Achievement Worldwide to ignite a STEM program among teens. The
organizations received $750,000 from the Alcoa Foundation to fund a supplemental STEM career program for
students in Achievement markets across the world.
The foundation invests in people as well as organizations. Tremont provides excellent STEM education programs
vital to educating the youth. This is where Tremonts values and ideas intersect with Alcoas.
The Alcoa Foundation will benefit Tremont in many ways, including brand awareness, volunteer access, STEM
education programs, and eventually, funding. A mutual partnership will allow Alcoa to benefit from Tremont as
well. Tremont has access to research sites and previously conducted research that may prove beneficial to Alcoas
environment improvement efforts.

OBJECTIVE

By December 31, 2015,


receive a grant from the
Alcoa Foundation.

STRATEGY
Send the Alcoa Foundation a grant proposal.

TACTIC
1. Communicate the core message and relevant STEM information, showing that Tremont is up
to-date and established as a STEM institute.

STRATEGY
Mutually promote each other on one anothers website and social
media accounts.

This will lead to a more enhanced relationship between Tremont and the Alcoa Foundation,
spreading information about Tremont across the community. See Appendix D for guidelines.

TACTIC
1. Post the Alcoa Foundations news and upcoming events on social media.
2. Post a thank you message on the Tremont website and on social media.
Tip: Go Green East Tennessee is an additional resource that can be used to access contact
information for business and nonprofit organization that have made their operations more
environmentally friendly34.

Institute at Tremont @gsmitremont - now

EVALUATION PLAN
Objective 1: By June 2016, increase the participation of schools from Blount, Knox, and
Sevier County by 10% from 2013.
Keeping a yearly count of how many schools attend Tremont from August 2015 until June 2016 from Knox,
Blount, or Sevier County will calculate the increase of schools. By increasing to 87 schools, Tremont will reach
the objective.

Objective 2: By December 2015, receive a grant from the Alcoa Foundation.


If grant was signed and received, the outcome was successful.

Objective 3: By December 31, 2015, increase collateral taken to 1,000 by welcome


center visitors.
By January 2015, set out a specific number of collateral each month inside Tremonts welcome center. If 1,000
deliverables are taken, the objective will be met. If 1,000 are not taken, use the number taken as a starting point
for the evaluation in 2016.

Objective 4: By December 2015, increase feedback from adult participants to 40.


Measure how many exit surveys are taken from teacher participants from January 1, 2015, until December 31,
2015. In order for the objective to be successful, Tremont must receive 40 completed surveys.

Outcome Evaluation
Awareness takes time and is difficult to measure. Certain aspects of the campaign can take more than a year to
accomplish, such as ACA accreditation. However, this campaign provides the framework for achieving heightened awareness of Tremont among key audiences. Conduct a survey with key audiences in 2016 to measure the
effectiveness of communication and branding over time.

BUDGET
Conference and Meeting Expenses
Triangle Coalition Confer$495
Non-member attendance fee
ences
$395
Membership attendance fee
$500-$6,000
Sponsorship Range
Local Coalition Meetings
About $50
Fuel for traveling, approximately
(STEMspark or TSIN)
a tank
Deliverables and Promotional Materials
28 oz. BPA Bike Bottle
$257.32
100 bottles
(Customized with shipping) $641.52
500 bottles
24 oz. Push/Pull Top Trans- $245.20
100 bottles
parent Sports Bottle
$895.57
500 bottles
(Customized with shipping)
32 oz. Polycarbonate Alterna- $518.12
100 bottles
tive Bottle
$2,228.20
500 bottles
(Customized with shipping)
Tremonster Stuffed Animal $20 per animal
100 Budsies
made through Budsies
$18.82 per animal
200 Budsies
(Includes shipment/import/ $16.89 per animal
300 Budsies
customs from China to TN)
$15.67 per animal
400 Budsies
$11.94 per animal
500 Budsies
$11.62 per animal
600 Budsies
$11.24 per animal
700 Budsies
$10.97 per animal
800 Budsies
$10.86 per animal
900 Budsies
$8.68 per animal
1,000 Budsies
Temporary Tremonster Tat- $170
1,000 Tattoos
toos (4imprint.com)
Package Booklets
$0.60
Each page
(Kinkos)
$150.00
5 pages per book, 50 books
Brochures
$55.99
50 brochures $1.12 for each
(Staples)
$95.99
100 brochures $0.96 for each
Posters
$420.99
Medium Size (18x24), 50
(Staples)
$759.99
Large Size (24 x 36), 50
Pens
$160.00
500 pens
(4imprint.com)
$87.50
250 pens
Pencils
$135.00
500 pencils
(4imprint.com)
Stickers
$201.94
500 stickers
(stickergiant.com)
$154.67
250 stickers
Exit Survey (Kinkos)
$36.99
100 exit surveys
Deliverable and Promotion- $4,231.86
Least Amount Possible
al Totals
$14,155.20
Most Amount Possible

Multiple options and price points are provided for promotional materials
and deliverables, allowing for a scalable budget. Two totals were provided:
the least amount to order possible (100 bottles, 100 Budsies, 250 pens, etc.)
and the most amount to order possible (500 bottles, 1000 Budsies, 500
pens, etc.).

TIMELINE

APPENDIX A
Research

A coalition is a treaty among individuals who


cooperate in joint actions to meet a common goal.

What is STEMspark?
Located in East Tennessee, STEMspark is a STEM education hub of the Tennessee STEM Innovation Network
and the nationwide STEMx coalition. It is an organization dedicated to the partnership of education, business,
scientific and research institutions and organizations. The organization currently connects seven institutions
of higher learning and 23 schools in 12 counties surrounding Knox County. STEMsparks goal is to amplify all
available resources for students.15

What does STEMspark do?


STEMspark provides professional development for K-12 teachers in 13 counties and offers STEM learning
opportunities to students. STEM learning and career preparation activities are hosted for families and students.
The organization provides curriculum and lesson plans showing implementation of STEM education. The
organization also establishes strategies and venues for innovation within the region.

STEMspark Hosts and Hubs


The organization is host to L&N Academy, a platform school for STEM education in East Tennessee. The
organization is also a hub for several colleges and schools in Tremonts surrounding areas.

Benefits of Partnership

Registration

STEMsparks website provides a platform for


event awareness. Organizations can post events
to the page.
The organization provides lesson plans/
curriculum.
It provides professional development
opportunities those that would benefit
Tremonts staff, including grant-writing
opportunities, conferences and workshops.

Registration is free, the organization must


establish a representative and register through
STEMspark website specifying if it is a non-profit
representative logging in.

APPENDIX A
Research

What is TSIN?
Tennessee STEM Innovation Network
STEM education is an area of study but is also a way of teaching and learning that is project based, collaborative,
and focused on solving real-world problems. STEM programs educate the whole student, emphasizing innovation,
problem solving, critical thinking, and creativity. TSIN
TSIN is a public-private collaboration between the Tennessee Department of Education and Battelle Memorial
Institute, the worlds largest non-profit research and development organization for business and science. TSIN
promotes the expansion of STEM education in K-12 schools across Tennessee. The organization utilizes a lottery
to select platform schools, or schools chosen to cultivate new STEM teaching and learning models. TSIN is
made up of several hubs across the state, including STEMsparks. These hubs provide formal partnerships among
school districts, post-secondary education institutions, STEM businesses, and community organizations.

Benefits of TSIN Partnership

Tremont can utilize TSINs


online calendar to post about
STEM education programs
and events. Tremont can also
access other relevant events.

Newsletters providing up-todate news about STEM education


in East Tennessee and the United
States.

Tools and Resources


on TSINs website include
webinars regarding STEM
education and current lesson
plans/curriculum.

APPENDIX A
Research

The mission of the Triangle Coalition for STEM Education is to bring


together government, business, and education to enhance our members
efforts to foster a STEM literate workforce and citizenry
Triangle Coalition

What is the Triangle Coalition?


The Triangle Coalition is an organization dedicated to STEM education in the United States. The coalition is
comprised of member organizations representing businesses, education, and STEM societies across the nation.
The coalition focuses on three main areas: communication, advocacy, and programs.
The coalition aids in connecting like-minded organizations while keeping the organizations up to date on the
latest news, legislative activities and resources regarding STEM education.

Albert Einstein Distinguished Educator Fellowship


Albert Einstein Distinguished Educator Fellows are accomplished K-12 educators in the fields of science,
technology, mathematics and engineering. Fellows spend 11 months working in a Federal agency or U.S.
Congressional office. Some Fellow efforts have included:

Designing and implementing national STEM education programs.


Initiation collaboration and partnerships among Federal agencies.
Drafting legislation and advising on policies that seek to improve K-12 education in the United States.
Creating web-based science education tools.
Establishing and evaluation national and regional programs centered on school reform and teacher
preparation in science, mathematics, engineering and technology.

Currently, there are two from the southeastern area of the United States. Jeffery Milbourne, high school science
teacher from North Carolina, and Ann Reimers, from Virginia. These individuals provide a local connection and
could act as contacts for Tremont and the Triangle Coalition.

APPENDIX A
Research

Benefits of Membership
Becoming a member provides an extensive amount of exposure to key audiences including like-minded
organizations with a focus on STEM education and learning through experiences.

STEM Education News subscription


Weekly e-newsletter with the latest information regarding STEM education news.
Legislative updates
Members have access to exclusive conference calls with the Legislative Committee and regular updates on
STEM education policy and issues.
A voice on capitol hill
The coalition advocates on behalf of members for Federal legislation support in STEM education.
Members can submit feedback and endorsements for legislation when applicable.
Profile page
A page dedicated to the members organization, link to the website and logo.
Discounted registration to conferences
Member directory (including key contacts)
Access to other members, providing networking with key individuals.
National exposure and recognition
Members can submit information on STEM education programs, awards, events, and initiatives for
consideration on the Triangle Coalition website calendar.
Ability to participate in governance of the organization through the Board of Directors
Each member organization has one vote on all matters presented to members of the coalition.
The Albert Einstein Distinguished Educator Fellowship Program
Access to a national network of STEM educators that are serving and have previously sered as fellows in the
national public school arena. Fellows provide insight into current and real world views on STEM education.
Members also receive invitations to special events and panels hosted by fellows.
Network via social media
Interactive discussions, collaboration and sharing of up-to-date information with like-minded organizations
via Facebook and Twitter.

Becoming a Member
Member dues are calculated on the annual revenues and/or operating budget of the organization. For an
organization operating on approximately 1 million per year, the dues would be $1,200 yearly.

APPENDIX A
Research

Located in East Tennessee, STEMspark is a STEM education hub of the Tennessee STEM Innovation Network,
(TSIN). A hub is a local STEM organization for TSIN, which focuses on developing education programs in
its surrounding communities. STEMspark is a coalition dedicated to the partnership of education, business,
scientific, and research institutions and organizations. The coalition currently connects seven institutions of
higher learning and 23 schools in 13 counties.
Tremont can appeal to the self-interest of STEMspark by bringing its quality programming and reputation to the
coalition.
Tremont should focus on all schools within Blount, Knox, and Sevier County, not just hub schools. The
hub schools are chosen by lottery, meaning they are randomly selected yearly to enact experimental STEM
curriculum, and only maintain the status on a yearly basis. However, it is important for Tremont to become a
part of the hub schools curriculum while it is most interested in connecting with STEM programming.
STEMspark has numerous credible, local partners, including businesses, organizations, and schools, such as:

Blount County Schools


Boys and Girls Club
Knox County School
Lenoir City Schools
Loudon County Schools
Maryville College
Oak Ridge Schools
Pellissippi State Community College
Roane State Community College
Sevier County Schools
Tennessee Valley Authority (TVA)
University of Tennessee

APPENDIX A
Research

The Albert Einstein Distinguished Educators, or Einstein Fellows, are K-12 educators specializing in STEM
fields. Fellows aid in designing national STEM education programs, collaboration among Federal agencies,
drafting legislation, advising on policies, and establishing evaluation programs. Einstein Fellows bring extensive
knowledge and experience in the classroom to education programs and education policy efforts.
Einstein Fellows are well-connected individuals, who are up-to-date on STEM programming, and have a
legislative voice. By connecting with Einstein Fellows, Tremont would further their STEM connections and have
a legislative voice.
Currently, there are two fellows from the southeastern region of the United States that serve as Einstein Fellows
and Triangle Coalition contacts for Tremont, Jeffery Milbourne, from North Carolina, and Ann Reimers, from
Virginia.

APPENDIX C
Sample Deliverables

Brochure

*This is a template with interchangeable information.

APPENDIX C
Sample Deliverables

Brochure

*This is a template with interchangeable information.

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